DUCATI SCRAMBLER POP-UP SHOWROOM
With the launch of the Scrambler, we had to rethink everything we knew about how to bring a new product to market. We weren’t just launching a product, we were launching a brand. One that had different values and would speak to a new audience. We would rethink everything… including how and where we would present the brand. In this case, we would take the Scrambler to Polanco, the cultural epicenter of Mexico City, months before the Scrambler would arrive in Ducati dealerships.
With the Scrambler Pop-up Showroom in Mexico City, we brought the Scrambler brand to the people rather than wait for them to enter into Ducati dealerships which could be intimidating to those outside of the Ducati world. We kicked everything off with an influencer and media event to generate awareness that would keep the showroom buzzing for the few months the doors were open to the public.
The end result was a huge success. This low cost, high impact initiative would create millions of impressions and thousands of leads for local dealerships months before the bikes would arrive in market, having a lasting impact that would result in the most successful Ducati product launch by sales volume in Mexico’s history.